ABSTRACT
Visual merchandising is a commonly used term for the aspect of product management that is concerned with presenting the product within a retail outlet to its best advantage. After all the product management work that has gone into planning the ranges, selecting the products, liaising with suppliers, and getting the physical product through the supply chain, the product now makes its entrance into customer space.The aim of this chapter is to show how visual merchandising combines a commercial approach with a design approach within the store environment. It helps to achieve operational product management objectives; maximising the efforts of the buying teams by giving the product the best opportunity to sell. Visual merchandising blends with the store design to create an environment that sends out strategic messages to consumers in order to reinforce the retailer’s brand values.
